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Advertising sage Rosser Reeves championed the idea of getting customers using a “unique selling proposition.” I took that idea to heart and that’s how I came to open, on the boardwalk, the world’s first Fresh Water Taffy Shop.

As the sign clearly states: “Produced Without Saltwater!”

Of course, saltwater isn’t used in the production process of any taffy, including those of my competitors. Fortunately, the line of customers that surround my store each morning don’t know that. They think my product has a “real lake flavor!”

It’s all showmanship. My shop has a modern look, distinguishing it from Ye Olde Competition. Mine is the hipster hangout, free WiFi included. Since the old timers are disappearing, my target group is the growing segment of the taffy market.

There have been a few bumps along the road to success. Last week my shop got tagged with graffiti, probably by a jealous competitor. I put out some spray paint cans, and now customers add their own artwork. Sales have doubled.

The buzz today is about my new shop which I’ll be opening at the end of the month. People try to peer inside, but the windows and doors are covered with brown kraft paper.

Of course, ice cream is already common on the boardwalk. But not like mine. They’ll go crazy when they try Sub-Saharan Gelato. You drink it through a straw.